About Carmichael Lynch

We are a full-service advertising agency with a history of creating powerful emotional connections to brands. In creating these connections we do more than make our clients’ brands top of mind for their target. We find soul mates for our clients’ brands.

We are able to achieve this because we don’t use a rational approach to sell a brand, but rather emotion to make people want to share ownership for that brand. Such emotional bonds can rekindle the love customers once had for a brand, attract new enthusiasts, motivate employees and reinforce existing loyalists.

Our enemy is complacency, mediocrity and the conventional. We rally against the ordinary and hold sacred the power of inspiration: to transform, to instigate, to delight, to create devotion.

Unlike most great creative agencies, Carmichael Lynch owns and operates a sister public relations firm, Carmichael Lynch Spong, that has achieved Agency of the Year honors from PRWeek, Holmes Report and PRNews trade magazines. For many of our clients, Carmichael Lynch works hand-in-glove with Carmichael Lynch Spong, which is regarded as the undisputed champion of best practices in public relations with few PR firms winning more awards for their work nationally.

Latest News

Subaru To Share Zero Landfill Expertise With National Park Service To Reduce Park Waste

Cherry Hill, NJ – June 8, 2015 – Subaru, recognized for having the first automotive assemblyplant in America designated as zero landfill, today announced it will share its knowledge of zerolandfill practices with the National Park Service to reduce landfill waste from the parks. Inpartnership with National Parks Conservation Association (NPCA), a non-profit national parkadvocacy group, the team will test zero landfill practices in three iconic national parks –Yosemite, Grand Teton and Denali – working toward a goal of significantly reducing waste goinginto landfills from all national parks. This sustainability initiative builds upon Subaru of America’smulti-year partnership with the National Park Foundation (NPF) celebrating the centennial of theNational Park Service and the Find Your Park movement.

In 2013, the National Park Service managed more than 100 million pounds of waste nationally.Much of this waste was generated in the parks by its 273.6 million visitors. That amount of trashwould normally require 20 million household trash bags which if laid end-to-end would stretchfrom New York to Los Angeles and back again twice. This total accounts for only the wastemanaged by the National Park Service and does not account for the waste managed by parkconcessioners, which is considerably higher. Concessioners provide park visitors with lodging,transportation, food services, shops, and other services.

Also in 2013, more than seven million people visited the pilot parks – Yosemite, Grand Tetonand Denali – which collectively generated 16.6 million pounds of visitor waste. Of that amount,6.9 million pounds was diverted from landfill via source reduction, reuse, recycling orcomposting, and 9.7 million pounds was sent to landfill. By learning from experts at Subaru, theparks and concessioners hope to further reduce waste to landfills, as well as better educatevisitors to lessen their environmental footprint within the parks.

To start this major effort, National Park Service, National Parks Conservation Association,National Park Foundation, and concessioner representatives from each pilot park visited Subaruof Indiana Automotive, Inc. (SIA). They observed Subaru's environmental stewardship in action,discussed best practices and identified opportunities and challenges at each park. Followingthat visit, Subaru sustainability experts visited each pilot park to assess their current practicesand discuss initiatives needed to reach the eventual goal of zero landfill.

NPCA, who is helping Subaru implement the pilot project, is conducting a baseline waste audit,as well as reviewing recycling, organic material composting, hazardous waste management,and visitor waste behaviors. Together, Subaru and NPCA will document the effort and createscalable zero landfill implementation plans that other national parks can adopt.

Thomas J. Doll, president and chief operating officer, Subaru of America, Inc. said, “We aredelighted to be able to share Subaru’s expertise with our national parks. Subaru owners arepassionate national park visitors and we are very pleased that we can make a positivecontribution to a resource we all treasure."

Clark Bunting, president and CEO of NPCA said, “National parks are an important part of ourcountry and of our legacy. Actions we take now will pay dividends for years to come. And one ofthose actions is addressing the trash produced and found in our parks. If Subaru can build carswithout contributing to landfills, how might that translate to our national parks? By marrying aprivate success story to a public need, it can be a very powerful model, not just for thecentennial but for decades to come. We are proud to work with Subaru, and be the leadingconvener and catalyst for this incredibly important public-private partnership.”

Subaru’s Zero Landfill EffortsSubaru of Indiana Automotive, Inc. (SIA), the home of Subaru manufacturing in North America,was the first automotive assembly plant in America designated as zero landfill, achieving thatstatus in 2004. Previously, in 2003, SIA became the first automotive plant site to be designateda Backyard Wildlife Habitat by the National Wildlife Federation for wildlife such as blue heron,snapping turtles, coyote, white-tailed deer and bald eagles.

SIA employs a number of techniques to prepare its waste for reuse or recycling, suchseparating food waste for composting and sending the dust produced from weld slag to arecycling facility where copper and other metals are reclaimed. Since 2000, SIA has reducedwaste per unit by 55%. The Indiana plant currently produces the Subaru Legacy and Outbackand next year will begin production of the Impreza model.

Over the years, SIA has shared its zero landfill techniques with hundreds of businesses, schools and organizations in order to benchmark their own zero landfill goals. The Subaru plant, which recycles 99.99% of its waste, will share its expertise in the arts of reduce, reuse and recycle with the pilot parks and their largest concessioners, including Delaware North Companies, Grand Teton Lodge Company, Forever Resorts, and Aramark.

National Park Service CentennialSubaru is also the premier vehicle partner of the National Park Foundation for the centennial ofthe National Park Service and Find Your Park, a public awareness and education campaign thatcelebrates the milestone anniversary of the National Park Service in 2016 and sets the stage forthe national parks’ next 100 years. Find Your Park invites the public to see that a national parkcan be more than just a place -- it can be a feeling or a state of mind. Further, Find Your Parkencourages people to find their own personal connections within the network of national parksand National Park Service programs.

Subaru will spotlight its support of America’s national parks through the “Who We Are Is WhatWe Leave Behind” marketing campaign, created by agency of record, Carmichael Lynch. Thepublic will see print and digital advertisements, social media campaigns, videos, and publicservice announcements. The company will also provide educational resources to improveawareness around the issue of waste where the public will learn what they can do to reducetheir impact during park visits.

About the National Park ServiceMore than 20,000 National Park Service employees care for America's 407 national parks andwork with communities across the nation to help preserve local history and create close-tohomerecreational opportunities. Learn more at: www.nps.gov.

About the National Park FoundationThe National Park Foundation is the official charity of America’s national parks and nonprofitpartner to the National Park Service. Chartered by Congress in 1967, the National ParkFoundation raises private funds to help PROTECT more than 84 million acres of national parksthrough critical conservation and preservation efforts, CONNECT all Americans with theirincomparable natural landscapes, vibrant culture and rich history, and INSPIRE the nextgeneration of park stewards. Find out more and become a part of the national park communityat www.nationalparks.org.

About National Parks Conservation AssociationSince 1919, the nonpartisan National Parks Conservation Association (NPCA) has been theleading voice in safeguarding our national parks. NPCA and its more than one million membersand supporters work together to protect and preserve our nation’s natural, historical, andcultural heritage for future generations. For more information, visit www.npca.org.

About Subaru of Indiana Automotive, Inc.Subaru of Indiana Automotive, Inc. (SIA), a subsidiary of Fuji Heavy Industries, Ltd., is the homeof North American Subaru production. Models built at the Lafayette, Indiana plant include theSubaru Legacy and Outback. SIA also produces the Toyota Camry under contract with Toyota.SIA employs over 3,800 Associates, and every Associate is committed to quality, safety andenvironmental stewardship. An industry leader in environmental stewardship, SIA was the firstauto assembly plant in America to achieve zero landfill status, and SIA’s entire 832-acre sitehas been designated a Backyard Wildlife Habitat by the National Wildlife Federation. SIA’scommunity outreach programs include providing charitable contributions and corporatesponsorships, hosting charitable events on-site, donating vehicles and vehicle parts toeducational institutions and encouraging Associate volunteerism, which supports hundreds ofnon-profit organizations and schools throughout Indiana annually. For more information, visitwww.subaru-sia.com.

About Subaru of America, Inc.Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan.Headquartered at a zero-landfill office in Cherry Hill, N.J., the company markets and distributesSubaru vehicles, parts, and accessories through a network of more than 620 retailers across theUnited States. All Subaru products are manufactured in zero-landfill production plants, andSubaru of Indiana Automotive, Inc. is the only U.S. automobile production plant to bedesignated a backyard wildlife habitat by the National Wildlife Federation. For additionalinformation, visit media.subaru.com.